How the Catalogue Mind-set Can Empower Future Retail

As we enter a new decade, it’s easy to assume that, in the height of this digital age, traditional approaches to retail have been rendered irrelevant. But with the industry facing increasing challenges, including the mounting threat of a post-holiday “retail vortex,” there are lessons to be learned from the conventional models of yesteryear — particularly catalogue retail. We are experiencing a surge of direct-to-consumer brands and digital-native pure plays deploying catalogues to cut through the online marketing noise to engage their new-found audiences. Even Amazon is on board with the release of its second-holiday toy catalogue that linked directly to its online store through QR codes. Meanwhile, brands founded in catalogue retail are revamping their direct mail offerings for today’s consumers. Therefore, instead of discounting catalogues as relics of the past destined for the recycle bin, here are four lessons the retailers of the 2020s should take from this established marketing mindset. Build an emotional connection Direct mail is an effective method of connecting emotionally with audiences. The tactile experience of turning catalogue pages engages consumers in a way that is challenging to re-create digitally. The focus on imagery is captivating, particularly during peak trading periods like the holidays when lifestyle photos can

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